Research On Marketing Strategy For High-end Customers Of Lanzhou Bank

Under the background of China's rapid economic development,China's gross domestic product(GDP)and growth rate continue to grow,per capita disposable income is increasing year by year,and the scale of residents' financial assets is expanding,and the demand for wealth management is increasingly urgent.In order to conform to the development of the times,commercial banks actively carry out financial innovation and strive to achieve structural transformation.In order to strive for better customer resources and achieve a substantial increase in profits,wealth management services for high net worth customers(in this thesis named as High-end customers)have emerged accordingly.Lanzhou Bank was established in 1997 and has more than 150 branches and subbranches in Gansu Province.With a good reputation,Lanzhou Bank has a large customer base.At of the end of 2018,the personal deposit balance reached 136.5 billion yuan.However,Lanzhou Bank Wealth Center was initially formed in 2017.Compared with the five major state-owned banks and the major commercial banks in China,it started late and there are still many areas for improvement in business development.As competition among peers is so fierce,it becomes more urgent for Lanzhou Bank to solve the following problems: How to provide comprehensive financial services for high-end customers,and meet their diversified demands? How to cultivate customer loyalty and occupy a place in high-end customer wealth management business?Based on the article review on domestic and foreign high-end customer marketing strategies,the author focus on the status quo and existing problems of Lanzhou Bank's high-end customer marketing,with the tools for environment analysis such as PEST,Five forces model,SWOT to conduct in-depth analysis of the macro,industrial and micro environment of commercial banks of Lanzhou Bank.On this basis,STP analysis is also applied to clarify the target market positioning and differentiated positioning of LanzhouBank.Then 7Ps marketing mix strategy was used to put forward relevant suggestions for Lanzhou Bank to improve its high-end customer marketing strategy.Finally,we provide the corresponding safeguard measurements to conduct the improvement suggestions.